Using SWOT Analysis To Evaluate Your Club Membership Outlook

As a business owner, your main goal is to generate revenue and increase your customer base. You aim to provide customers with a good or service that they find invaluable. You want to stand out among the crowd and draw people toward your business over all the others in the area. While this might be easy for some, others struggle to figure out what they are doing wrong and how to correct it. A private consultant can come in and perform a SWOT analysis for you to determine what changes you need to make and how to improve your business outlook. 


The first part of the analysis is to evaluate the strengths of the club. Look for things such as:

  • Pricing for the market
  • Affordability of the club based on programs and services available
  • Excellent food quality for the price
  • Location in relation to major interstates and town in general
  • Friendly and knowledgeable employees
  • Attractive exterior


The next thing to look at are all of the club weaknesses. This gives you an idea of what needs to be improved to get more business and generate additional revenue. Check for some of the following areas:

  • Declining property values in areas around the club
  • Inadequate number of courts and lighting
  • Multiple cancellations at the last minute preventing members from being able to use the courts
  • Slow service and dining accommodations
  • Little land available to expand the club
  • Too many restrictions for zoning laws prohibiting the club from being able to make any changes
  • Limited handicap access
  • Minimal concrete around the pool for guests to relax
  • Dues and initiation fees are too expensive for the younger generation


To grow and expand your business, you need to have other opportunities available to you. Look for things such as:

  • Whether you are able to acquire a golf course or give members golf privileges
  • Whether you will offer tennis programs for different age groups
  • Whether you will allow significant others to use the club with a single member or not
  • Whether you are going to seek out members from companies that are expanding and coming to the area
  • Whether you are going to improve the fitness facility with new equipment


Threats are anything that could cause you to lose business. Some of the possible threats include:

  • The club doesn't offer golf, tennis or other key amenities that members are interested in
  • The competition is aggressively marketing themselves
  • Residents are moving to another part of the community away from the club
  • A highway opens up providing easy access to other clubs opening up in the area
  • The taxes go up on the property

Working with a consultant who is familiar with all of the above can help you identify what might be going on with your business and how to best proceed. They can help you develop a business plan that is going to transform your business and allow you to take things to the next level. Find out more from a private consultant today.